Creative subject lines dating
Both the control and our test group made use of the same lists (minimum of 500 subscribers) between January 1, 2013 until March 31, 2014.
Creativity is always a draw and you can have some fun creating symbol-heavy subject lines, but this one simple question should drive your decision making: Is performance affected?But, if you look at the data, there are certain patterns that emerge.So we can certainly provide pointers on how certain words perform, as well as practical tips for writing subject lines.But “influencer marketing” is more than a trend or buzzword; there’s science to back this practice up.The halo effect is a cognitive bias in which we judge someone’s opinion based on our overall impression of him or her. It’s actually the super short “M3” from Amazon Local.Here are a couple of examples: In these examples, it’s easy to see that the use of symbols has an impact for these brands and with these particular subscriber segments. In a technical sense, some symbols will work and some won’t. Mobile opens are constantly increasing, which makes testing on mobile vital – especially since each device handles Unicode symbols differently.
The downside to symbols is in fact that not all symbols render in every ISP and on every mobile device.
What we’ve found here at DEG is that inserting symbols into subject lines hasn’t shown any drops in deliverability rates and, more importantly, the open rates have seen drastic increases.
Emails with symbols have been reported to increase open rates anywhere from 10 to 50 percent. Run a test on your own to see what works for your brand.
Keeping in mind that the percentage changes noted above can be quite minimal in the grand scheme of things, it’s worth looking at subject line optimization in the bigger picture of open rate -maximizing tactics, including ensuring that you keep a clean, engaged list and well, get into the inbox in the first place.
Testing and optimizing subject lines in an effort to find that perfect teaser to increase opens will forever be a challenge. I’m talking about the hundreds of different symbols derived from Unicode that are usable in subject lines, which are different than images.
As much as it would be lovely to string words together and see your open rates go up exponentially, there are no shortcuts to the ideal subject line.